While everyone else has been dumping buckets of water on their heads (some less successfully than others), Stewart opts for the more restrained and classy approach. It's yet another highlight for the fundraising phenomenon that in only three weeks has raised more than $53.3 million for the ALS Association, which raises money and awareness about amyotrophic lateral sclerosis, a progressive neurodegenerative disease made famous by Lou Gehrig that affects nerve cells in the brain and the spinal cord. During the same time span in 2013, the group raised $2.2 million.

"This attention cannot come at a better time — the excitement in ALS research has grown exponentially," Jennifer Hjelle, executive director of the Minnesota/North Dakota/South Dakota ALS Association chapter, told the SCTimes. "They are having success in identifying various genes in ALS research. It's giving them clues and pathways to a potential treatment.

"Now that we have had a boost in financial support, we can really accelerate this research."